Overview & Reviews

For now, Isuzu SUVs and trucks are all that you'll see at your local Isuzu dealer; it's been quite a few years since there's been an Isuzu car. The company's specialized lineup is more a function of circumstance than choice. In recent years, Isuzu has seen its share of hard times; a lack of funding for both new product investment and marketing has forced the company to rely heavily on its partnership with GM. Both of the models in its line are derived from existing GM products.

Isuzu, which means "50 bells," is the name of a river that flows through a province dotted with ancient Shinto shrines in Japan. The company's roots date back to 1916, when Tokyo Ishikawajima Shipbuilding and Engineering Company first decided to broaden its business to include automobile manufacturing. The company forged a technical union with the U.K.-based Wolseley Motor Company in 1918. Its debut licensed offering, the A9 car, soon followed, as did its first truck, the CP. By 1949, the company's name had been changed to the more succinct Isuzu.

In the postwar years, production of Isuzu trucks boomed. The company's vehicles played a significant role in Japan's reconstruction effort, and were used to ferry clothes, food and other essentials. In 1953, Isuzu rolled out the Hillman Minx passenger car, the product of a technical union with Rootes, a U.K. outfit.

The 1960s saw the launch of passenger cars like the Florian, the Bellett and the 117 Coupe, as well as trucks like the WASP. In 1971, Isuzu entered into a partnership with General Motors. The Gemini, released a couple of years later, was the first Isuzu vehicle to be produced from the pairing.

By the 1980s, Isuzu had landed on American shores. The Pup was the first Isuzu sold in the U.S. market. The Trooper, an SUV available in two- or four-door form, was introduced in 1983 and quickly became popular in that new market segment. The company entered into a joint venture with Subaru in 1987, a union that spawned the Isuzu Rodeo and the Isuzu Pickup. Less popular than the trucks were the cars, such as the dated I-Mark sedan and the handsome, Italian-designed Impulse sport coupe.

The company's sales were relatively strong in the 1990s, thanks in part to the increasing success of the Trooper, which by that time had grown in size and luxury. The Trooper was one of the models responsible for the massive popularity of the SUV vehicle category during that decade. In 1999, GM upped its stake in Isuzu to assume the role of majority shareholder.

The new millennium brought bad news, however. Previous bestsellers like the Rodeo and the Trooper were outclassed by newer, fresher competition, and sales plummeted. The Rodeo and the Axiom (a crossover SUV) were dropped from the lineup in 2004. Currently, Isuzu's lineup comprises just two vehicles — a truck and an SUV, both of which are based on GM products.

User Reviews:

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  Smooth riding SUV - 2004 Isuzu Axiom
  By SCTribeFan - July 26 - 2:00 am

  Looked for over a year for the right midsize SUV. The research from consumer magazines stated this vehicle was designed to compete with the Toyota Highlander, but be more reasonably priced. The price was great, and the ride compares to a Toyota Camry which I owned for years prior to purchasing the Axiom. Would absolutely buy another.

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  Powerful engine - 2004 Isuzu Rodeo
  By Sonia - July 26 - 2:00 am

  comfortable interior seats, big cargo space, rugged exterior look, smooth ride,

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  Fun to drive - 2001 Isuzu Rodeo
  By kentan - July 26 - 2:00 am

  It is a good little suv for the price but could use a little better gas mileage.

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  2000 Rodeo LS v6 - 2000 Isuzu Rodeo
  By LBaquiran20 - July 21 - 10:00 am

  Bought this Rodeo brand new and I have to agree about the depreciation value. But overall the Rodeo has been very reliable and fun to drive. My wife wanted an SUV and looked at 4runners and Explorers. For the most bang for the buck we chose then Rodeo. Had the same or more options then the other vehicles for thousands less. Plus warranty cant be beat. I would recommend to anyone wanting an SUV for little money. I plan to keep for awhile so depreciation is not a real concern to me.

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  quality suv - 2004 Isuzu Ascender
  By icatscan - July 21 - 10:00 am

  I found this suv to be a hidden gem among the big boys. Even though the vehicle is not widely marketed, Im very impressed with the soft ride. It has excellent pick-up and pull away speed.

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  Trooper - 2001 Isuzu Trooper
  By JW - July 15 - 10:10 pm

  Excellent storage and power. I camp (tow a trailer) and hunt from this vehicle. Lots of usable space. Have had no problems.

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  Isuzu Fan deeply disappointed - 2004 Isuzu Ascender
  By Penny Conners - June 28 - 7:16 pm

  After owning a Rodeo for 8 yrs with 160,000 trouble free miles. I was excited about my new Ascender. Noticed roaring noise from start and noted with dealership and Isuzu new owner survey. By March whole new rear end was installed. Still roars as of 6/2005. Dealership still waiting on tools? Oil sending unit now bad and on order. Dealership is a nightmare and the Owner Assistance hotline with Isuzu useless! Im a very disappointed owner who is no longer a fan. Shame on Isuzu!

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  excellent Trooper - 1999 Isuzu Trooper
  By MDENMAN - June 20 - 4:23 pm

  This is my third Trooper, previous an 88, and a 94. Both were extremely reliable and comfortable. This one is the same except for oil consumption. Excellent off road and and highway cruiser. I expect to get a couple of hundred thousand reliable miles usage.

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  will keep - 2002 Isuzu Trooper
  By yac - June 17 - 2:00 am

  this is a suv that you can keep for 200,000 miles. the trooper is still built in japan so you know it will last.

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  PART SPORTS CAR ,SUV, WAGON,AND LUXURY - 2002 Isuzu Axiom
  By BERNARDO - June 11 - 10:00 am

  I PURCHASED MY AXIOM JUNE OF LAST YEAR AND HAVE BEEN VERY PLEASED WITH MY DECISSION TO BUY IT. I HAVE HAD ZERO PROBLEMS WITH THE EXCEPTION OF A BURNED OUT FOG LAMP WHICH WAS REPLACED UNDER WARRANTY. NO ONE ELSE OFFERS AS MUCH FOR THE PRICE. TRUST ME I DID ALOT OF RESEARCH AND TEST DRIVES AND NO ONE COMES CLOSE.